Let us look at these two options.
Assigning a query string value to your link.
This method can work in pay-per-click engines, but when working with other engines and links, it can become cumbersome and not always work.
By assigning a query string, you are adding a value to your URL that will appear in your server log files allowing you to search for it to see how effective it is working.
Example line from log file:
2002-12-23 19:25:10 192.168.20.14 443 /Default.asp TrackingQueryString=TrackingCode 32 Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT+5.0; +Hotbar+4.1.5.0;+.NET+CLR+1.0.3705)
Please note that right after the page name, Default.asp is the query string that was attached to the URL. Also note the browser type, time, and date are included as well. You can set your logfiles to log the information you want. This is done at the server level. If your ISP is in charge of your server, consult with them to make the changes.
Using the referrer information to code your visitors.
When a user clicks a link that leads to your site whether coming from a search engine or not they arrive carrying luggage with them that you may not know about. This “luggage” is called the “Server Variables Collection.” With this information, you can track exactly where each visitor came from and what search words they used to get there.
To find the Server Variables Collection enabling you to track where each visitor comes from along with the search words they used, add the following code to an asp page and view it in your browser:
“) Next %>
Dave has set up a video file that will help explain tracking in more detail. To view it, go to: http://www.smartcertify.com/seo/jan/tracking.asp
Remember: The number of sales from Overture for a particular keyword phrase divided by the number of visits from Overture (or its partners) for that keyword phrase is what constitutes (equals) your conversion rate.
And, the profit generated from your Overture campaigns per keyword phrase divided by the amount spent at Overture per keyword phrase is your return-on-investment (ROI).
Using Your Affiliate Program to Track Sales
If you have an affiliate program, you can also track sales by using your affiliate software. After all, most affiliate programs, such as MyAffiliateProgram.com, will track your traffic as well as sales, which will give you your conversion rate.
How does it work? Simply set up a new “affiliate” for each keyword you purchase through the pay engines.
For example, you would create a short URL that you would list with Overture. That URL would be nothing more than a redirect page that redirects to the affiliate link you’ve assigned for the keyword.
For example:
http://www.english-bulldogs.com/puppies.html
…would only be a redirect page that takes your visitors to
http://www.myaffiliateprogram.com/u/dogs/t.asp?id=1925,
…which is the real page of content. Affiliate ID #1925 would be set up specifically to track traffic for the keyword phrase, english bulldog puppies, that you’ve purchased through Overture. You wouldn’t send any other traffic through that page, and you would list the puppies.html page at Overture’s Managed Listing Section of the DirecTraffic Center.
Other Benefits of Tracking Click Data
Though each of the pay engines do everything they can to prevent click fraud, it does happen. By setting up a tracking system to track click data and monitoring the click patterns carefully, you’ll be able to spot any possible click fraud and can report it immediately to the pay engine.
Helpful Software Programs and Services
Keyword Tool: KeywordTool’s tracking service tracks the conversion or sales performance of keywords on search and pay- per-click engines, showing which keyword phrases are actually converting into customers and from which search engines. It is not a visitor tracker; instead, it determines keyword performance. http://www.keywordtool.net/
GO TOAST: One of GO TOAST’s components, ProfitBuilder, is a ROI service for any advertising campaign. GO TOAST is an Overture approved bid management service. http://www.gotoast.com/
WebTrends Reporting Center’s Enterprise Edition: Besides basic log analysis, the Enterprise Edition will track users through your web site in order to pinpoint visitor behavior through critical processes, such as checkout and registration. It will also analyze marketing campaigns by determining how much revenue each campaign is generating. http://www.netiq.com/products/wrc/enterprise.asp
Overture has an ROI Calculator and a CPM Calculator that will help measure your return on investment: http://www.overture.com/d/USm/adcenter/tools/index.jhtml
Final thoughts…
You’d be amazed at the number of people who set up keyword campaigns but have no idea whether or not the campaigns are making them money because they don’t have tracking systems in place. So, regardless of whether you are just beginning or even if you’ve been purchasing keywords for a while, be sure to set up tracking for keywords and user sessions. Doing so will enable you to know for certain which keywords are working. And, that’s the best way to maximize the return on your keyword investments.
Robin Nobles, along with partner John Alexander, teaches 2-, 3-, and 5-day search engine marketing workshops through Search Engine Workshops (http://www.searchengineworkshops.com). Robin also teaches online search engine marketing courses (http://www.onlinewebtraining.com), and her latest books, Web Site Analysis and Reporting and Streetwise Maximize Web Site Traffic, can be ordered through Amazon.
Dave Barry is a professional Webmaster, Web designer, programmer, security expert, and search engine optimizer, all rolled up into one amazingly talented man who works for SmartCertify Direct. (http://www.smartcertify.com) He has also begun working with Search Engine Workshops to put on “hands on” search engine marketing workshops at locations across the globe. Dave recently set up Computer Concierge International, which is a full-service networking and Internet solutions company. (http://www.seo- concierge.net)
Robin Nobles conducts live SEO workshops
(http://www.searchengineworkshops.com) in locations across North
America. She also teaches online SEO training
(http://www.onlinewebtraining.com). Localized SEO training is now
being offered through the Search Engine Academy.
(http://www.searchengineacademy.com) Sign up for SEO tips of the
day at mailto:seo-tip@aweber.com.
